In e-commerce, it is not uncommon for visitors to add products to their shopping basket but not complete the purchase. This behaviour is widespread and affects almost all industries. The shopping basket abandonment reminder is a proven method to win back these potential customers. Many companies use this strategy to recover lost sales and increase conversion rates.
What is a shopping basket cancellation reminder?
A shopping basket abandonment reminder is a targeted message sent to customers who have added products to their shopping basket but have not completed the purchase process. This reminder can be sent by email or SMS. It serves as a gentle reminder and motivates customers to complete the purchase after all.
Many online shops rely on shopping basket cancellation reminders because they are easy to implement and often lead to quick results. The open rate of such messages is significantly higher than with traditional marketing emails. This is because the recipients have shown a concrete interest in the products.
Why does the shopping basket cancellation reminder work?
The shopping basket cancellation reminder works because it gives customers a little nudge. It's often only small hurdles that prevent a purchase. Perhaps the shipping was too expensive, the payment method not suitable or the navigation too complicated. The reminder reminds customers of the products and often also offers a small incentive, such as a discount or free delivery.
An example from the fashion industry: A customer adds a dress to her shopping basket but leaves the page because she is still looking for a matching shoe. The shopping basket abandonment reminder shows her the dress again and offers a discount on the first purchase. This motivates her to complete the purchase.
Another example from the electronics sector: A customer places a smartphone in the shopping basket but cancels because he is still looking for a suitable tariff. The shopping basket abandonment reminder shows him the smartphone and offers free shipping. This helps him to make a decision.
A third example from the food sector: a customer adds organic products to her shopping basket but leaves the page because she is still looking for a recipe. The shopping basket abandonment reminder shows her the products and offers her a discount on her next purchase. This motivates her to complete the purchase.
When should the shopping basket cancellation reminder be sent?
The shopping basket cancellation reminder should not be sent too early or too late. Most shops send the reminder after one hour or 24 hours. This gives customers time to reconsider their decision, but also reminds them of the products in good time.
An example from the beauty industry: A customer places a cream in the shopping basket but leaves the page because she is still looking for a suitable serum. The shopping basket abandonment reminder is sent after an hour and shows her the cream again. This helps her to make a decision.
Another example from the furniture industry: A customer places a chair in the shopping basket but cancels because he is still looking for a matching table. The shopping basket cancellation reminder is sent after 24 hours and shows him the chair again. This motivates the customer to complete the purchase.
A third example from the book industry: A customer places a book in the shopping basket but leaves the page because she is still looking for a suitable reading lamp. The shopping basket cancellation reminder is sent after an hour and shows her the book again. This helps her to make a decision.
What does a successful shopping basket cancellation reminder look like?
A successful shopping basket abandonment reminder is personal, clear and offers an incentive. It should show the products in the basket and offer a small benefit, such as a discount or free delivery. The language should be friendly and inviting.
An example from the sports industry: A customer places running shoes in the shopping basket but cancels because he is still looking for a suitable T-shirt. The shopping basket abandonment reminder shows him the running shoes and offers a discount on the first purchase. This motivates him to complete the purchase.
Another example from the cosmetics industry: A customer adds a mascara to her shopping basket but leaves the page because she is still looking for a matching eyeshadow. The shopping basket abandonment reminder shows her the mascara and offers free shipping. This helps her to make a decision.
A third example from the household goods industry: A customer adds a blender to the shopping basket but cancels because he is still looking for a suitable recipe book. The shopping basket abandonment reminder shows him the blender and offers a discount on the next purchase. This motivates him to complete the purchase.
Shopping basket cancellation reminder in practice
The shopping basket cancellation reminder is very effective in practice. Many shops report a significant increase in the conversion rate and an increase in sales. The reminder is easy to implement and can quickly lead to results.
An example from the jewellery industry: A customer places a ring in the shopping basket but leaves the page because she is still looking for a matching bracelet. The shopping basket abandonment reminder shows her the ring and offers a discount on the first purchase. This motivates her to complete the purchase.
Another example from the gardening industry: A customer places a plant in the shopping basket but cancels because he is still looking for a suitable pot. The shopping basket cancellation reminder shows him the plant and offers free shipping. This helps him to make a decision.
A third example from the toy industry: A customer places a toy in the shopping basket but leaves the page because she is still looking for matching wrapping paper. The shopping basket abandonment reminder shows her the toy and offers a discount on her next purchase. This motivates her to complete the purchase.
My analysis
The shopping basket cancellation reminder is a valuable method for winning back lost customers. It is easy to implement and can quickly lead to results. Many shops report a significant increase in the conversion rate and an increase in sales. The reminder is particularly effective if it is personalised, clear and has a small incentive.
iROI coaching supports companies in the implementation of shopping basket abandonment reminders and helps them to regain lost sales. Clients often report that they have been able to significantly increase their conversion rate through targeted measures and personalised advice.
BEST PRACTICE with one customer (name hidden due to NDA contract) An online shop for fashion items had a high cancellation rate in the checkout process. By introducing a shopping basket abandonment reminder with personalised emails and discount promotions, the conversion rate was increased by 15 percent. Customers felt valued and were motivated to complete the purchase by the small incentive. The reminder was sent after one hour and contained the products from the shopping basket as well as a discount code for the next purchase. This led to a significant increase in sales and higher customer satisfaction.
Further links from the text above:
Reviving cancelled shopping baskets: use reminder messages
Common reasons for shopping basket cancellations in e-commerce
Are shopping basket abandonment emails legally permissible?
Dealing with shopping basket cancellations in e-commerce
Shopping basket abandonment: what it is + 14 ways to fix it
5 tips for reminder emails to win back shopping basket abandoners
Shopping basket abandonment: how can it be avoided?
Shopping cart abandonment: four reasons & solutions for an optimised checkout
Shopping basket cancellation: reasons, tips and email templates
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